Fast food chain wants rewrite of 'insulting' McJob entry in OED

The fast food chain McDonald's is pushing to change the Oxford English Dictionary definition of "McJob", claiming that the term - established in the English language - is insulting to the thousands of staff working in the service sector.

The company is seeking to alter the dictionary definition as "an unstimulating, low-paid job with few prospects, esp. one created by the expansion of the service sector", claiming that it represents an outdated view of work in the fast food industry. To back its case it will unveil a coalition of heavy hitters from the worlds of business and education - including the government's skills envoy, Sir Digby Jones - who are signing an open letter calling for dictionary houses to reconsider the longstanding definition.

A public petition is also being launched today on behalf of McDonald's 67,000 British employees and their colleagues in the UK service sector.

A poll of 1,000 adults commissioned for the launch claims the campaign to change the definition has the backing of the public. More than two-thirds (69%) of those polled agreed that the McJob dictionary definition was an outdated picture of work in today's service sector. A similar proportion (67%) said they would feel demeaned and 61% said they would feel insulted if their work was described like that.

A Commons early day motion is being sponsored by Clive Betts, the Labour MP for Sheffield Attercliffe, which regrets the use of "derogatory" phrases such as McJob attached to service sector jobs.

The open letter is also signed by Kevin Hawkins, director general of the British Retail Consortium, David Frost, director of the British Chambers of Commerce, and John Blundell, director general of the Institute of Economic Affairs. But it is not signed by any union leaders.

The term "McJob" has been in use for around 20 years. In 1991, it was popularised by the author Douglas Coupland in his novel Generation X: Tales for an Accelerated Culture, when he used it to describe "a low-pay, low-prestige, low-dignity, low benefit, no-future job in the service sector. Frequently considered a satisfying career choice by people who have never held one."

"McJob" entered the Oxford English Dictionary six years ago, in 2001, and now also appears in the Collins dictionary.

David Fairhurst, chief people officer at McDonald's, said: " The 'McJob' dictionary definition is out of date, out of touch with reality and most importantly is insulting to those talented, committed, hard-working people who serve the public every day in the UK. It's time the dictionary definition of 'McJob' changed to reflect a job that is stimulating, rewarding and offers genuine opportunities for career progression and skills that last a lifetime."